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系統識別號 U0026-1406201014123800
論文名稱(中文) 在直接與間接通路下探討損耗性產品價格與服務之研究
論文名稱(英文) A Study on Determination of Price and Service for Perishable Products with Direct and Indirect channels
校院名稱 成功大學
系所名稱(中) 工業與資訊管理學系碩博士班
系所名稱(英) Department of Industrial and Information Management
學年度 98
學期 2
出版年 99
研究生(中文) 洪瑞成
研究生(英文) RUEI-CHENG HONG
學號 r3697120
學位類別 碩士
語文別 中文
論文頁數 64頁
口試委員 指導教授-黃宇翔
口試委員-翁慈宗
口試委員-黃仲正
中文關鍵字 賽局理論  價格與服務競爭  損耗性商品  定價 
英文關鍵字 Game Theory  Price and Service Competition  Perishable Products  Pricing 
學科別分類
中文摘要 以往銷售通路常受時間與地域的限制,但隨著電子商務的發展,中介者販售產品已不再是唯一通路,供應商利用新的網路通路與中介者之間接實體通路的銷售方式提供顧客更多元的消費方式,顧客除了可到實體商店挑選所要產品,亦可透過網際網路觀看產品圖片而決定是否購買,損耗性商品之損耗情況也可透過網路公布,顧客因此可輕易得到大量的商品資訊,價格因素已不足以讓顧客決定購買之因素,供應商還需提供差異化服務才可獲得顧客的青睞,例如較完善之售後服務、較長之保固期限等差異化服務因素,於是供應商要如何訂定讓顧客滿意之服務水準與產品價格是一值得探討之問題。
本研究假設策略型顧客會考慮價格與服務為競爭因子之情況下,市場裡販賣單期之損耗性商品且擁有直接網路通路與零售間接通路,以史塔克柏格賽局(Stackelberg game)來討論供應商與零售商之間之競爭情形與最佳決策結果。供應商提供產品給零售商通路販售,亦擁有自身之直接面對顧客之銷售通路,市場中供應商為先行者,供應商先決定批發給零售商之批發價格再決定自身之產品價格,零售商為跟隨者,零售商在供應商提供產品後才可決定自身之產品價格,其產品價格會根據供應商提供之批發價格與供應商之直接通路產品價格來決定自身之產品價格。透過此模式建構使通路成員在競爭情況下能取得最佳的決策結果,並在利潤最大化下找出通路成員間之平衡點,以達到雙贏的局面。藉由模式的性質分析與驗證,討論參數間的關係對於決策結果之影響,並以不同的成本參數差異來探討在不同環境下之決策因子變化,作為管理者未來決策參考依據。最後以數值的方式來呈現本研究所建構之賽局模式,並探討不同需求情況下,供應商與零售商決策結果間的差異及關係,可發現供應商與零售商會偏好採取不同之競爭優勢以做為產品之區別,而實際需求亦會隨者市場需求特性而變動,因此決策者在推出產品前,須先了解市場的需求特性,才能使決策結果更符合市場需求。
英文摘要 This paper deals with the pricing problem in which a supplier competes with its retailer in product prices and service levels in order to increase both their market demands. In addition to an indirect distribution channel where the supplier distributes a single and one period perishable product to the retailer for further selling it to consumers, the supplier has a direct selling channel which can sell the product to consumers without any intermediary. The consumers are strategic, and will select either channel according to the different product prices and service levels offered by the supplier and the retailer. In this paper we focus on the determination of the optimal equilibrium of product prices and service levels for the supplier and the retailer with aim to maximize their profits, and achieve the win-win situation. We have shown that the retailer’s product price will be lower than the supplier’s because of the wholesale cost, but the retailer’s service level will be higher than the supplier’s because the retailer has a better market potential. This paper also considers several scenarios with different market scales and product sensitive factors to perform sensitive analysis, and the results show that the supplier should decide carefully the wholesale price in case of decreasing market demand for better profitability.
論文目次 誌 謝 I
摘 要 II
Abstract III
目錄 IV
表 目 錄 VI
圖 目 錄 VII
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究範圍與重要性 3
第四節 研究目的 4
第五節 研究流程 4
第六節 論文架構 6
第二章 文獻探討 7
第一節 損耗性商品 7
第二節 定價模式 8
一、 動態定價 8
二、 策略型顧客 10
三、 市場區隔 10
第三節 通路 11
一、 通路之定義與結構 11
二、 多通路協調(channel coordination) 14
第四節 賽局理論 15
一、 賽局理論概述 15
二、 賽局理論在零售通路的應用 18
第三章 單一零售商與單一供應商之競爭模式 20
第一節 問題描述 20
第二節 研究架構 23
第三節 競爭模式建構 25
一、 供應商之利潤模式建構 27
二、 零售商之利潤模式建構 29
第四章 參數與應用分析 36
第一節 性質分析 36
一、 供應商與零售商之關係 36
二、 競爭強度之影響 46
第二節 數值分析 49
一、 範例說明與結果 49
二、 敏感度分析 51
第五章 結論與建議 58
第一節 研究貢獻 58
第二節 研究限制 59
第三節 未來研究方向 60
參考文獻 61

參考文獻 中文部份【按筆劃順序】

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陳永琦,直接通路與間接通路雙競爭通路下的最佳訂價決策,中央大學工業管理研究所碩士論文,民97。

蔣淑娟,市場區隔與定位理論應用於商業空間之室內設計的研究-以民宿客房為例,中原大學室內設計學系碩士論文,民94。

謝淑貞,賽局理論,謝淑貞發行,雙葉書廊,臺北市,民84。




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